Whoever first coined that phrase was not in the business of selling books. Authors and editors pay for and applaud effective book design. Readers expect to know at a glance who wrote the book and which genre it fits. The all important title may do the job, but often a sub-title helps to categorize the book. And given that we have probably hundreds of Book Industry Subject and Category (BISAC) codes that help sellers, librarians, and publishers sort books, genre is a very big deal.
I don’t often read noir or romance, and the typical dark or décolletage covers usually tip me off, so I don’t need to see the BISAC. The author’s name, if he/she is someone whose work I know, will tell me if I’m likely to read the book, but I am suspicious if the author’s name glares at me in gold 100-pt font and the title is squeezed in at the bottom of the cover. Says something about marketing and ego.
Some books lie. They pretend to be what they are not. Recently I saw one that had no identification on the cover, front or back. Not even the author’s name. Quite a ruse, as I then had to pick it up and open it to find its DNA. Not one I could relate to.
Of course, the physical properties of the book matter. I don’t expect Stephen King’s latest novel to be printed on heavy stock like a baby’s first book. For one thing, King’s book would then require a fork lift to get it to the register.
I’m about to design books I’ll publish this year and I won’t allow the fiction to look like poetry. Nor will I shout out my name and override the title, thus robbing the work of its own appreciation.